xx奶粉黑龙江市场的营销现状及策略毕业论文.doc
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xx奶粉黑龙江市场的营销现状及策略毕业论文,毕业论文，本人书写论文多年，上传作品为毕业合格作品，完整内容。格式标准，18000字左右。介绍：摘要作为世界第一人口大国，中国奶粉市场的巨大潜力正受到越来越多中外奶粉制造商的关注。伴随着中国经济的高速发展和消费者需求的不断变化，中国奶粉高端市场的竞争正变得日趋激烈并开始趋于理性化。2007“金猪年”和2008“北京奥运...
内容介绍
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毕业论文，本人书写论文多年，上传作品为毕业合格作品，完整内容。格式标准，18000字左右。介绍：
摘 要
作为世界第一人口大国，中国奶粉市场的巨大潜力正受到越来越多中外奶粉制造商的关注。伴随着中国经济的高速发展和消费者需求的不断变化，中国奶粉高端市场的竞争正变得日趋激烈并开始趋于理性化。2007“金猪年”和2008“北京奥运年”又引发了一股“婴儿潮”的到来，中外婴幼儿奶粉厂商已经开始积极调整产品战略并纷纷亮出看家本领来争夺这块市场。
本文从分析中国当前奶粉市场的特点和发展趋势入手，结合当前中国母乳喂养的严峻现实和婴幼儿配方奶粉发展的历程，比较分析了xx奶粉和众多中外品牌奶粉的优劣势，就目前xx奶粉在黑龙江市场营销中存在的问题，运用现代市场营销理论，提出xx奶粉在黑龙江市场未来几年在产品差异化、品牌营销和营销渠道以及附加服务等几方面的市场营销策略，特别强调了品牌营销对xx奶粉在黑龙江市场未来几年发展的重要性和紧迫性。
【关键词】：营销策略 品牌营销 4Ps营销 4Cs营销
Abstract
As the world population, China's first baby milk powder the huge potential market has drawn more and more attention of Chinese and foreign milk powder manufacturers. With the rapid development of China's economy and the consumer demand changes, China infant milk powder high-end market competition is getting more intense and began to tend to be rational. 2007 "golden pig year" and 2008 "the Beijing Olympics year" and sparked an "baby boom", the arrival of Chinese and foreign infant milk powder factories have already been started actively adjust the product strategy and have an ace up for the flash to market.
This paper, from the analysis of the current infant milk powder market of China of the characteristics and development trend of China's current breastfeeding, combined with the harsh reality and baby formula milk powder, comparative analysis of the development of the baby milk powder and numerous Erie Chinese and foreign brand of the disadvantages, the Erie infant milk powder market marketing, the existing problems of the use of modern marketing theory, this paper proposes a few years in the future the Erie infant milk powder product differentiation, brand marketing and marketing channels and the additional services aspects of marketing strategy, especially emphasized the brand marketing to infant milk powder in the next few years the Erie development of the importance and urgency.
Keywords: marketing strategy brand marketing 4Ps marketing theory 4Cs marketing theory
目 录
摘要 I
Abstract II
第1章 绪论 1
1.1 研究背景 1
1.2 研究目的与意义 2
1.3 论文结构 2
第2章 理论综述 4
2.1 4Ps营销理论 4
2.2 4Cs营销理论 5
第3章 xx奶粉黑龙江市场的营销现状分析 6
3.1 公司现状与市场环境 6
3.1.1 xx公司简介 6
3.1.2 xx奶粉黑龙江市场环境分析 6
3.2 xx奶粉的市场在黑龙江地区的主要问题 8
3.2.1 高端产品不突出，市场份额低 8
3.2.2 产品线过长，个性化和专业化不够突出 8
3.2.3 市场运营及管理有待改进 9
3.3 xx奶粉黑龙江市场的市场定位 9
3.3.1 消费者行为分析 9
3.3.2 消费者市场细分和目标市场锁定 10
3.3.3 产品定位分析 12
第4章 xx奶粉黑龙江市场的营销策略 14
4.1 产品差异化策略 14
4.2 差别定价策略 15
4.3 创新渠道策略 15
4.4 多元促销策略 17
结束语 19
致谢 21
参考文献 22
摘 要
作为世界第一人口大国，中国奶粉市场的巨大潜力正受到越来越多中外奶粉制造商的关注。伴随着中国经济的高速发展和消费者需求的不断变化，中国奶粉高端市场的竞争正变得日趋激烈并开始趋于理性化。2007“金猪年”和2008“北京奥运年”又引发了一股“婴儿潮”的到来，中外婴幼儿奶粉厂商已经开始积极调整产品战略并纷纷亮出看家本领来争夺这块市场。
本文从分析中国当前奶粉市场的特点和发展趋势入手，结合当前中国母乳喂养的严峻现实和婴幼儿配方奶粉发展的历程，比较分析了xx奶粉和众多中外品牌奶粉的优劣势，就目前xx奶粉在黑龙江市场营销中存在的问题，运用现代市场营销理论，提出xx奶粉在黑龙江市场未来几年在产品差异化、品牌营销和营销渠道以及附加服务等几方面的市场营销策略，特别强调了品牌营销对xx奶粉在黑龙江市场未来几年发展的重要性和紧迫性。
【关键词】：营销策略 品牌营销 4Ps营销 4Cs营销
Abstract
As the world population, China's first baby milk powder the huge potential market has drawn more and more attention of Chinese and foreign milk powder manufacturers. With the rapid development of China's economy and the consumer demand changes, China infant milk powder high-end market competition is getting more intense and began to tend to be rational. 2007 "golden pig year" and 2008 "the Beijing Olympics year" and sparked an "baby boom", the arrival of Chinese and foreign infant milk powder factories have already been started actively adjust the product strategy and have an ace up for the flash to market.
This paper, from the analysis of the current infant milk powder market of China of the characteristics and development trend of China's current breastfeeding, combined with the harsh reality and baby formula milk powder, comparative analysis of the development of the baby milk powder and numerous Erie Chinese and foreign brand of the disadvantages, the Erie infant milk powder market marketing, the existing problems of the use of modern marketing theory, this paper proposes a few years in the future the Erie infant milk powder product differentiation, brand marketing and marketing channels and the additional services aspects of marketing strategy, especially emphasized the brand marketing to infant milk powder in the next few years the Erie development of the importance and urgency.
Keywords: marketing strategy brand marketing 4Ps marketing theory 4Cs marketing theory
目 录
摘要 I
Abstract II
第1章 绪论 1
1.1 研究背景 1
1.2 研究目的与意义 2
1.3 论文结构 2
第2章 理论综述 4
2.1 4Ps营销理论 4
2.2 4Cs营销理论 5
第3章 xx奶粉黑龙江市场的营销现状分析 6
3.1 公司现状与市场环境 6
3.1.1 xx公司简介 6
3.1.2 xx奶粉黑龙江市场环境分析 6
3.2 xx奶粉的市场在黑龙江地区的主要问题 8
3.2.1 高端产品不突出，市场份额低 8
3.2.2 产品线过长，个性化和专业化不够突出 8
3.2.3 市场运营及管理有待改进 9
3.3 xx奶粉黑龙江市场的市场定位 9
3.3.1 消费者行为分析 9
3.3.2 消费者市场细分和目标市场锁定 10
3.3.3 产品定位分析 12
第4章 xx奶粉黑龙江市场的营销策略 14
4.1 产品差异化策略 14
4.2 差别定价策略 15
4.3 创新渠道策略 15
4.4 多元促销策略 17
结束语 19
致谢 21
参考文献 22
